A tale of three cities
The sounds of rickety rickshaws puttering away on a bridge, the fear of getting mugged on a traffic signal and two mini bus drivers ignoring the pleas of their mothers venturing on a death race. Sigh... I don’t miss these Karachi sights and sounds.
“The deadline was yesterday.” “The big idea is not on brand” and “where is the digital ideation” are the sounds I miss. Believe it or not, this agency person misses the clients the most. The maddening pace, the professionalism of the teams and the feeling of hitting the ground running.
Last year in May, I had to move with my family from Karachi to Islamabad as my husband was transferred. Since he can’t leave his job I decided to leave my position as ECD at Ogilvy Karachi and move to a slower pace of life in Islamabad. Before we moved, everyone around us was saying, “Karachi wale Islamabad mein nahi reh sakte” and in some ways, they are right and in some ways they are wrong.
The joy of seeing pine cones littering the road than litter itself makes one smile every time. The empty roads, the shorter commutes and the hills make your heart soar. Today I can safely say that I have worked in all three cities which stand for KLI. I used to handle the Pepsi account from JWT Karachi (eight years ago) and made frequent trips to Lahore each week. And if I had to draw parallels between KLI and brands what will those brands be?
Hmmm…
Hypothetically speaking Islamabad is a Mercedes Benz which comes with instant prestige and a sense of entitlement. When you drive a Mercedes you know that you are successful, you know you have arrived.
But what to do once you have a Mercedes? You can park it in the driveway then only your guests would know of your fame and fortune. Or you can take it out for a drive, but you are scared that you might dent it. I have never owned a Mercedes but I do love the brand’s communication especially the embryo ad is my all time favourite.
Lahore, hmmm, Lahore is the good old brand Suzuki, which is Pakistan’s most popular car. The brand has an old character of hospitality; you can still see 20 merry people in a Suzuki pickup. Everyone is welcome with open arms. The brand also offers premium ranges now, high end and celebrity endorsed. Like Suzuki you need to know your place in Lahore.